[QUOTE=mhendo]
Every time i see it, the whole feeling is that it’s just the kid and his mother. Of course, this is in fact the case in many American families; it just struck me as a little cynical that they chose to portray the black family in this way.
[/QUOTE]
I agree, it is cynical as hell. It may also speak to a lot of people.
Sea story time, here, but while I was in the Navy my part of it was mostly filled with children of white, middle class upbringings. But there were a few minorities. Not because of any attempt to keep minorities out of the Nuc field, but as a consequence of the difference in quality of education between schools in middle America, and that in the still mostly poorer areas that minorities often are found. One thing that brought home something that I’d always believed - and made it more than just a reasoned belief - was when one of those few minorities came back from leave in a state of bemusement.
He’d just been hit with a bit of culture shock, and what made it worse was that he’d had to admit he was the one whose attitudes had been changing. Military personnel enjoy griping, be it about food, pay, quarters, or anything else. I swear, sometimes, we’d complain about being fed steak. Anyways, he’d left on leave complaining about his car, which while paid for wasn’t the best, his apartment, his chances for continuing advancement (in the Nuc field advancement to E-5 is generally lighning fast, beyond that is slower’n molasses.), and our ship’s deployment schedule. In otherwords, he’d left feeling he was in a pretty raw place. While he was home he found out that he was the success story of all his friends and classmates. He had a stable job, with prospects for continuing advancement, even if they were slow. He had goals for his post-military life, and the means to achieve them. He did own his car. He lived in a nice neighborhood, with good schools.
Trying to target recruiting ads to the urban would seem to be a smart idea. Of course, avoiding racist overtones would be a good idea. :rolleyes:
I see the OP’s point about the ads, but I do want to add this: I find them far less annoying that “Army of One” campaign. To me military service is about teamwork, not individual prowess. Of course part of my emotional reaction is because my father and I did become closer after I entered the military. Make of that what you will.